Why Toyota and GM Are Pushing Fuel-Cell Cars to Market | MIT Technology Review: "But miracles do happen. Since 2009, the costs involved with fuel-cell vehicles have fallen. The prototypes that GM and Toyota built a few years ago cost well over $1 million each. Now Toyota says its goal is to sell its fuel-cell sedan for less than $100,000. Costs fell as Toyota found ways to reduce the number of parts in its fuel-cell system and to decrease the amount of costly platinum needed. The company says it’s pushing hard on R&D for manufacturing technology, among other things, to lower costs still more ahead of the 2015 launch."
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